Bloomingdale’s has begun celebrating the Chinese New Year with an array of pop-up shops and a lineup of special events and prizes through Feb. 18.

This story first appeared in the January 8, 2013 issue of WWD. Subscribe Today.

This year, the Chinese celebrate the Year of the Snake on Feb. 10.

“Bloomingdale’s is excited to not only recognize and celebrate this special holiday, but the entire Chinese culture,” said Michael Gould, chairman and chief executive officer. “It is our hope that Chinese consumers and tourists, along with all of our loyal shoppers, will enjoy the festive holiday and culture rooted in tradition.”

“There’s a myriad of merchandise,” added Stephanie Solomon, Bloomingdale’s vice president of fashion direction. “It cuts across all families of business,” from fashion to home furnishings. It’s very curated and personal based on the colors, red, gold and black.”

As a nod to the Chinese red envelope tradition, shoppers at Bloomingdale’s stores on 59th Street in New York City, North Michigan Avenue in Chicago, San Francisco Centre and South Coast Plaza in Costa Mesa, Calif., can pick up red envelopes from Feb. 7 to 10, some of which will be filled with prizes such as a bMoney card in a denomination of $8, $88 or $888 (eight being a traditional lucky number in the Chinese culture), a complimentary small Forty Carrots yogurt in a limited-edition Taro Root flavor, a special limited-edition Chinese New Year shopping tote and other prizes.

Bloomingdale’s started installing limited-edition pop-up shops on Monday with products provided by Seven For All Mankind, Altru, Asian Loft, Audiology, Baccarat, Christofle, Carmen Marc Valvo Couture, Charles Philip Shanghai, Chaser, DCI, J Brand, Kenneth Jay Lane, Maximilian, me.n.u, Natori and Salvatore Ferragamo, among other brands.

Bloomingdale’s is recognizing the growing importance of the Chinese consumers with programs for Chinese tourists offered at Bloomingdale’s locations in New York, Chicago, Miami and San Francisco, including a savings pass and gift-with-purchase. Additional visitor services include a multilingual visitors center staff and directories. At Bloomingdale’s locations nationwide, there are 187 Chinese-speaking associates, both Mandarin- and Cantonese-speaking.

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